Content-modification system with fingerprint data match and mismatch detection feature

ABSTRACT

In one aspect, a method includes receiving a first portion of query fingerprint data representing content transmitted by a content-distribution system. The method also includes detecting a match between the first portion of the query fingerprint data and a first portion of reference fingerprint data representing a modifiable content-segment. The method also includes after detecting the match: (i) receiving a second portion of the query fingerprint data, wherein the second portion of the query fingerprint data is different from the first portion of the query fingerprint data; and (ii) detecting a mismatch between the second portion of the query fingerprint data and a second portion of the reference fingerprint data representing the modifiable content-segment, wherein the second portion of the reference fingerprint data is different from the first portion of the reference fingerprint data. The method also includes responsive to detecting the mismatch, performing an action.

RELATED DISCLOSURES

This disclosure is a continuation of U.S. patent application Ser. No.16/869,860, filed May 8, 2020, which claims priority to U.S. ProvisionalPat. App. No. 62/846,416 filed May 10, 2019, each of which is herebyincorporated by reference herein in its entirety.

USAGE AND TERMINOLOGY

In this disclosure, unless otherwise specified and/or unless theparticular context clearly dictates otherwise, the terms “a” or “an”mean at least one, and the term “the” means the at least one.

SUMMARY

In one aspect, a method includes receiving a first portion of queryfingerprint data representing content transmitted by acontent-distribution system. The method also includes detecting a matchbetween the first portion of the query fingerprint data and a firstportion of reference fingerprint data representing a modifiablecontent-segment. The method also includes after detecting the match: (i)receiving a second portion of the query fingerprint data, wherein thesecond portion of the query fingerprint data is different from the firstportion of the query fingerprint data; and (ii) detecting a mismatchbetween the second portion of the query fingerprint data and a secondportion of the reference fingerprint data representing the modifiablecontent-segment, wherein the second portion of the reference fingerprintdata is different from the first portion of the reference fingerprintdata. The method also includes responsive to detecting the mismatch,performing an action.

In another aspect, a non-transitory computer-readable storage medium hasstored thereon program instructions that, upon execution by a processor,cause performance of a set of operations. The set of operations includesreceiving a first portion of query fingerprint data representing contenttransmitted by a content-distribution system. The set of operations alsoincludes detecting a match between the first portion of the queryfingerprint data and a first portion of reference fingerprint datarepresenting a modifiable content-segment. The set of operations alsoincludes after detecting the match: (i) receiving a second portion ofthe query fingerprint data, wherein the second portion of the queryfingerprint data is different from the first portion of the queryfingerprint data; and (ii) detecting a mismatch between the secondportion of the query fingerprint data and a second portion of thereference fingerprint data representing the modifiable content-segment,wherein the second portion of the reference fingerprint data isdifferent from the first portion of the reference fingerprint data. Theset of operations also includes responsive to detecting the mismatch,performing an action.

In another aspect, a computing system includes a processor and anon-transitory computer-readable storage medium, having stored thereonprogram instructions that, upon execution by the processor, causeperformance of a set of operations. The set of operations includesreceiving a first portion of query fingerprint data representing contenttransmitted by a content-distribution system. The set of operations alsoincludes detecting a match between the first portion of the queryfingerprint data and a first portion of reference fingerprint datarepresenting a modifiable content-segment. The set of operations alsoincludes after detecting the match: (i) receiving a second portion ofthe query fingerprint data, wherein the second portion of the queryfingerprint data is different from the first portion of the queryfingerprint data; and (ii) detecting a mismatch between the secondportion of the query fingerprint data and a second portion of thereference fingerprint data representing the modifiable content-segment,wherein the second portion of the reference fingerprint data isdifferent from the first portion of the reference fingerprint data. Theset of operations also includes responsive to detecting the mismatch,performing an action.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 is a simplified block diagram of an example content-modificationsystem in which various described principles can be implemented.

FIG. 2 is a simplified block diagram of an example computing system inwhich various described principles can be implemented.

FIG. 3 is a diagram of example linear sequences of content and relatedconcepts.

FIGS. 4A, 4B, 4C, 4D, 4E, and 4F collectively make up a table showingexample time-periods and corresponding operations that can be performedin connection with the example content-modification system.

FIG. 5 is a flow chart of an example method.

DETAILED DESCRIPTION

I. Overview

To deliver and present content to end-users, a content provider cantransmit the content to one or more content-distribution systems, eachof which can in turn transmit the content to one or more respectivecontent-presentation devices to be output for presentation to respectiveend-users. Such a hierarchical arrangement can facilitate convenient,widespread distribution of content.

By way of example, in order for a video content provider to delivervideo content to end-users throughout the United States, the videocontent provider can transmit the video content by satellite or anothermedium to content-distribution systems that serve respective designatedmarket areas (DMAs) within the United States. Each suchcontent-distribution system can therefore receive the national satellitefeed carrying the video content and can transmit the video content totelevision sets and/or set-top boxes in the content-distributionsystem's DMA, such that the video content can be output for presentationto respective end-users in that DMA. In practice, thesecontent-distribution systems and their means of transmission tocontent-presentation devices can take various forms. For instance, acontent-distribution system can be associated with a cable-televisionprovider and can transmit video content to content-presentation devicesof end-users who are cable-television subscribers through hybridfiber/coaxial cable connections.

As such, in various scenarios, a content-distribution system cantransmit content to a content-presentation device, which can receive andoutput the content for presentation to an end-user. In some situations,even though the content-presentation device receives content from thecontent-distribution system, it can be desirable for thecontent-presentation device to perform a content-modification operationso that the content-presentation device can output for presentationalternative content instead of at least a portion of that receivedcontent.

For example, in the case where the content-presentation device receivesa linear sequence of content segments that includes a givenadvertisement segment positioned somewhere within the sequence, it canbe desirable for the content-presentation device to replace the givenadvertisement segment with a different advertisement segment that isperhaps more targeted to the end-user (e.g., more targeted to theend-user's interests, demographics, etc.). As another example, it can bedesirable for the content-presentation device to overlay on the givenadvertisement segment, overlay content that enhances the givenadvertisement segment in a way that is again perhaps more targeted tothe end-user. The described content-modification system can facilitateproviding these and other related features.

To help prepare and provide modified content for an end-user, componentsof the disclosed content-modification system can perform fingerprintingon content accessed at various points within the content-modificationsystem, thereby generating fingerprint data that represents the accessedcontent. For example, a content-distribution system can access andfingerprint content upstream (e.g., content that thecontent-distribution system is or will soon transmit over a channel)and/or the content-presentation device can access and fingerprintcontent farther downstream (e.g., content received by thecontent-presentation device). The content-modification system cancompare fingerprint data to detect matches between them, which can helpthe content-modification system identify where within a linear sequenceof content segments to make a modification, such as where to placetargeted content.

In one example, fingerprint matching can be performed by afingerprint-matching server of the disclosed content-modificationsystem. By way of example, the fingerprint-matching server can receive,from one or more content-distribution systems, query fingerprint datarepresenting content being transmitted by the content-distributionsystem(s) on an identified channel (e.g., a channel identified bymetadata associated with the content being transmitted) and can alsoreceive reference fingerprint data representing a modifiablecontent-segment (e.g., a replaceable advertisement segment or othercontent segment that has been identified as a candidate to be modified).As such, the fingerprint-matching server can compare the queryfingerprint data with the reference fingerprint data to determinewhether there is a match. If a match is detected, thefingerprint-matching server can determine that the modifiablecontent-segment is being broadcast to the content-presentation device onthe identified channel, and therefore can identify an upcoming contentmodification opportunity on the identified channel and facilitatepreparing the content-presentation device to perform acontent-modification operation in connection with the identifiedupcoming content modification opportunity. For example, thefingerprint-matching server can transmit, to the content-presentationdevice, data that identifies the upcoming content modificationopportunity or otherwise enables the content-presentation device todetermine a time at which to perform the content-modification operation(e.g., a modification start-time).

In some scenarios, however, the fingerprint-matching server might detecta match between the query fingerprint data and the reference fingerprintdata even though the content being transmitted by thecontent-distribution system does not actually include the modifiablecontent-segment. This might occur because the reference fingerprint dataused in detecting the match represents a modifiable content-segment thatis similar to, but not the same as, the actual content segment that isbeing transmitted by the content-distribution system, and furtherbecause the content-modification system might not have stored anyreference fingerprint data that represents the actual content segment.For example, the first two seconds of an advertisement segment (e.g., acommercial) being transmitted by the content-distribution system mightbe the same as a modifiable advertisement segment represented by thereference fingerprint data (hence a detected match), but the twoadvertisement segments might begin to differ after the two-second mark.

As a result of detecting a match in these scenarios, thefingerprint-matching server might prepare the content-presentationdevice to perform a content-modification operation at the wrong time orin other manners that negatively impact user experience. In other words,the fingerprint-matching server might identify, and cause thecontent-presentation device to act on, a content modificationopportunity that is not actually there or that would result in anundesirable content-modification operation. For example, in the middleof the content-presentation device presenting an advertisement segment,the content-presentation device might suddenly begin replacing theadvertisement segment with another, which can be jarring to an end-user.As another example, the content-presentation device might beginoverlaying content over an advertisement segment at a time wheredisplaying the overlay content is visually unappealing (e.g., theoverlay content is obscuring or distorting the view of importantinformation in the advertisement segment). As yet another example,detecting the match might cause the fingerprint-matching server to inturn cause the content-presentation device to retrieve and display thewrong type of supplemental content, such as overlay content that isunrelated to the advertisement segment over which it is being overlaid.Other examples are possible as well.

Accordingly, the present disclosure provides methods and systems forpreventing or mitigating these issues, thus improving user experience.Specifically, after the fingerprint-matching server detects a matchbetween a first portion of the query fingerprint data and a firstportion of the reference fingerprint data that represents a modifiablecontent-segment, the fingerprint-matching server can receive a secondportion of the query fingerprint data that is different from the firstportion of the query fingerprint data and compare that second portion ofthe query fingerprint data with a second portion of the referencefingerprint data that is different from the first portion of thereference fingerprint data. A mismatch between the second portion of thequery fingerprint data and the second portion of the referencefingerprint data can indicate to the fingerprint-matching server thatthe modifiable content-segment no longer matches the previously-matchedcontent transmitted by the content-distribution system to thecontent-presentation device.

Thus, when the fingerprint-matching server detects such a mismatch, thefingerprint-matching server can responsively perform an action. Forexample, the fingerprint-matching server can prevent acontent-modification operation related to the content transmitted by thecontent-distribution system to the content-presentation device frombeing performed. As a result, a content-modification operation thatmight have been visually unappealing to the end-user or otherwiseundesirable will not occur.

As another example, if the content-presentation device has already begunperforming a content-modification operation related to the contenttransmitted by the content-distribution system to thecontent-presentation device, the fingerprint-matching server can causethe content-presentation device to abort the performance of thepartially-performed content-modification operation. For instance, if thecontent-presentation device was overlaying content over an advertisementsegment, the fingerprint-matching server can cause thecontent-presentation device to stop overlaying the overlay content overthe advertisement segment as the advertisement segment is beingpresented. As a result, a content-modification operation that isvisually unappealing to the end-user or otherwise undesirable can beabandoned and a more desirable viewing experience can be resumed.

As shown by the examples described above, for instance, the presentdisclosure advantageously enables efficient and reliable detection ofmismatches, thus enabling the content-modification system to quicklyidentify and rectify issues that might have otherwise resulted inreduced user experience.

II. Architecture

A. Content-Modification System

FIG. 1 is a simplified block diagram of an example content-modificationsystem 100. The content-modification system 100 can include variouscomponents, such as a content-distribution system 102, acontent-presentation device 104, a fingerprint-matching server 106, acontent-management system 108, a data-management system 110, and/or asupplemental-content delivery system 112.

The content-modification system 100 can also include one or moreconnection mechanisms that connect various components within thecontent-modification system 100. For example, the content-modificationsystem 100 can include the connection mechanisms represented by linesconnecting components of the content-modification system 100, as shownin FIG. 1 .

In this disclosure, the term “connection mechanism” means a mechanismthat connects and facilitates communication between two or morecomponents, devices, systems, or other entities. A connection mechanismcan be or include a relatively simple mechanism, such as a cable orsystem bus, and/or a relatively complex mechanism, such as apacket-based communication network (e.g., the Internet). In someinstances, a connection mechanism can be or include a non-tangiblemedium, such as in the case where the connection is at least partiallywireless. In this disclosure, a connection can be a direct connection oran indirect connection, the latter being a connection that passesthrough and/or traverses one or more entities, such as a router,switcher, or other network device. Likewise, in this disclosure,communication (e.g., a transmission or receipt of data) can be a director indirect communication.

The content-modification system 100 and/or components thereof can takethe form of a computing system, an example of which is described below.

Notably, in practice, the content-modification system 100 is likely toinclude many instances of at least some of the described components. Forexample, the content-modification 100 is likely to include manycontent-distribution systems and many content-presentation devices.

B. Computing System

FIG. 2 is a simplified block diagram of an example computing system 200.The computing system 200 can be configured to perform and/or can performone or more operations, such as the operations described in thisdisclosure. The computing system 200 can include various components,such as a processor 202, a data-storage unit 204, a communicationinterface 206, and/or a user interface 208.

The processor 202 can be or include a general-purpose processor (e.g., amicroprocessor) and/or a special-purpose processor (e.g., a digitalsignal processor). The processor 202 can execute program instructionsincluded in the data-storage unit 204 as described below.

The data-storage unit 204 can be or include one or more volatile,non-volatile, removable, and/or non-removable storage components, suchas magnetic, optical, and/or flash storage, and/or can be integrated inwhole or in part with the processor 202. Further, the data-storage unit204 can be or include a non-transitory computer-readable storage medium,having stored thereon program instructions (e.g., compiled ornon-compiled program logic and/or machine code) that, upon execution bythe processor 202, cause the computing system 200 and/or anothercomputing system to perform one or more operations, such as theoperations described in this disclosure. These program instructions candefine, and/or be part of, a discrete software application.

In some instances, the computing system 200 can execute programinstructions in response to receiving an input, such as an inputreceived via the communication interface 206 and/or the user interface208. The data-storage unit 204 can also store other data, such as any ofthe data described in this disclosure.

The communication interface 206 can allow the computing system 200 toconnect with and/or communicate with another entity according to one ormore protocols. Therefore, the computing system 200 can transmit datato, and/or receive data from, one or more other entities according toone or more protocols. In one example, the communication interface 206can be or include a wired interface, such as an Ethernet interface or aHigh-Definition Multimedia Interface (HDMI). In another example, thecommunication interface 206 can be or include a wireless interface, suchas a cellular or WI-FI interface.

The user interface 208 can allow for interaction between the computingsystem 200 and a user of the computing system 200. As such, the userinterface 208 can be or include an input component such as a keyboard, amouse, a remote controller, a microphone, and/or a touch-sensitivepanel. The user interface 208 can also be or include an output componentsuch as a display device (which, for example, can be combined with atouch-sensitive panel) and/or a sound speaker.

The computing system 200 can also include one or more connectionmechanisms that connect various components within the computing system200. For example, the computing system 200 can include the connectionmechanisms represented by lines that connect components of the computingsystem 200, as shown in FIG. 2 .

The computing system 200 can include one or more of the above-describedcomponents and can be configured or arranged in various ways. Forexample, the computing system 200 can be configured as a server and/or aclient (or perhaps a cluster of servers and/or a cluster of clients)operating in one or more server-client type arrangements, for instance.

As noted above, the content-modification system 100 and/or componentsthereof can take the form of a computing system, such as the computingsystem 200. In some cases, some or all these entities can take the formof a more specific type of computing system. For instance, in the caseof the content-presentation device 104, it can take the form of adesktop computer, a laptop, a tablet, a mobile phone, a television set,a set-top box, a television set with an integrated set-top box, a mediadongle, or a television set with a media dongle connected to it, amongother possibilities.

III. Example Operations

The content-modification system 100 and/or components thereof can beconfigured to perform and/or can perform one or more operations.Examples of these operations and related features will now be described.

As noted above, in practice, the content-modification system 100 islikely to include many instances of at least some of the describedcomponents. Likewise, in practice, it is likely that at least some ofdescribed operations will be performed many times (perhaps on a routinebasis and/or in connection with additional instances of the describedcomponents).

A. Operations Related to the Content-Distribution System TransmittingContent and the Content-Presenting Device Receiving and OutputtingContent

For context, general operations and examples related to thecontent-distribution system 102 transmitting content and thecontent-presentation device 104 receiving and outputting content willnow be described.

To begin, the content-distribution system 102 can transmit content(e.g., that it received from a content provider) to one or more entitiessuch as the content-presentation device 104. Content can be or includeaudio content and/or video content, for example. In some examples,content can take the form of a linear sequence of content segments(e.g., program segments and advertisement segments) or a portionthereof. In the case of video content, a portion of the video contentmay be one or more frames, for example.

The content-distribution system 102 can transmit content on one or morechannels (sometimes referred to as stations or feeds). As such, thecontent-distribution system 102 can be associated with a single channelcontent distributor or a multi-channel content distributor such as amulti-channel video program distributor (MVPD).

The content-distribution system 102 and its means of transmission ofcontent on the channel to the content-presentation device 104 can takevarious forms. By way of example, the content-distribution system 102can be or include a cable-television head-end that is associated with acable-television provider and that transmits the content on the channelto the content-presentation device 104 through hybrid fiber/coaxialcable connections. As another example, the content-distribution system102 can be or include a satellite-television head-end that is associatedwith a satellite-television provider and that transmits the content onthe channel to the content-presentation device 104 through a satellitetransmission. As yet another example, the content-distribution system102 can be or include a television-broadcast station that is associatedwith a television-broadcast provider and that transmits the content onthe channel through a terrestrial over-the-air interface to thecontent-presentation device 104. In these and other examples, thecontent-distribution system 102 can transmit the content in the form ofan analog or digital broadcast stream representing the content.

The content-presentation device 104 can receive content from one or moreentities, such as the content-distribution system 102. In one example,the content-presentation device 104 can select (e.g., by tuning to) achannel from among multiple available channels, perhaps based on inputreceived via a user interface, such that the content-presentation device104 can receive content on the selected channel.

In some examples, the content-distribution system 102 can transmitcontent to the content-presentation device 104, which thecontent-presentation device 104 can receive, and therefore thetransmitted content and the received content can be the same. However,in other examples, they can be different, such as where thecontent-distribution system 102 transmits content to thecontent-presentation device 104, but the content-presentation device 104does not receive the content and instead receives different content froma different content-distribution system.

The content-presentation device 104 can also output content forpresentation. As noted above, the content-presentation device 104 cantake various forms. In one example, in the case where thecontent-presentation device 104 is a television set (perhaps with anintegrated set-top box and/or media dongle), outputting the content forpresentation can involve the television set outputting the content via auser interface (e.g., a display device and/or a sound speaker), suchthat it can be presented to an end-user. As another example, in the casewhere the content-presentation device 104 is a set-top box or a mediadongle, outputting the content for presentation can involve the set-topbox or the media dongle outputting the content via a communicationinterface (e.g., an HDMI interface), such that it can be received by atelevision set and in turn output by the television set for presentationto an end-user.

As such, in various scenarios, the content-distribution system 102 cantransmit content to the content-presentation device 104, which canreceive and output the content for presentation to an end-user. In somesituations, even though the content-presentation device 104 receivescontent from the content-distribution system 102, it can be desirablefor the content-presentation device 104 to perform acontent-modification operation so that the content-presentation device104 can output for presentation alternative content instead of at leasta portion of that received content.

For example, in the case where the content-presentation device 104receives a linear sequence of content segments that includes a givenadvertisement segment positioned somewhere within the sequence, it canbe desirable for the content-presentation device 104 to replace thegiven advertisement segment with a different advertisement segment thatis perhaps more targeted to the end-user (i.e., more targeted to theend-user's interests, demographics, etc.). As another example, it can bedesirable for the content-presentation device 104 to overlay on thegiven advertisement segment, overlay content that enhances the givenadvertisement segment in a way that is again perhaps more targeted tothe end-user. The described content-modification system 100 canfacilitate providing these and other related features.

As noted above, in one example, content can take the form of a linearsequence of content segments. As such, in one example, thecontent-distribution system 102 can transmit a linear sequence ofcontent segments. This is referred to herein as a “transmissionsequence.” Likewise, the content-presentation device 104 can receive alinear sequence of content segments. This is referred to herein as a“receipt sequence.” In line with the discussion above, the transmissionsequence and the receipt sequence can be the same or they can bedifferent.

FIG. 3 illustrates some examples of these concepts. In one example, thetransmission sequence is the TRANSMISSION SEQUENCE 302 shown in FIG. 3 .As shown, the TRANSMISSION SEQUENCE 302 includes a PROGRAM SEGMENT A,followed by an AD SEGMENT B, followed by AD SEGMENT C.

Likewise, in one example, the receipt sequence is the RECEIPT SEQUENCE304 shown in FIG. 3 . In this example, the content-distribution system102 transmits the TRANSMISSION SEQUENCE 302 to the content-presentationdevice 104, which the content-presentation device 104 receives as theRECEIPT SEQUENCE 304, and therefore the TRANSMISSION SEQUENCE 302 andthe RECEIPT SEQUENCE 304 are the same. As such, as shown, the RECEIPTSEQUENCE 304 also includes the PROGRAM SEGMENT A, followed by the ADSEGMENT B, followed by the AD SEGMENT C.

In FIG. 3 , the transmission time of the TRANSMISSION SEQUENCE 302 andthe receipt time of the RECEIPT SEQUENCE 304 are shown by way of theirrelationship to a TIMELINE 350. Notably, the transmission time and thereceipt time are offset from each other due to a content-transmissiondelay, which is described in greater detail below.

As noted above, in some situations, even though the content-presentationdevice 104 receives content from the content-distribution system 102, itcan be desirable for the content-presentation device 104 to perform acontent-modification operation so that the content-presentation device104 can output for presentation alternative content instead of at leasta portion of that received content. For example, in the case where thecontent-presentation device 104 receives the receipt sequence, ratherthan outputting for presentation the receipt sequence, thecontent-presentation device 104 can output for presentation a modifiedversion of the receipt sequence instead. This is referred to herein as a“modified sequence.”

For example, in the case where the receipt sequence includes a givenadvertisement segment positioned somewhere within the receipt sequence,it can be desirable for the content-presentation device 104 to replacethe given advertisement segment with a different advertisement segmentthat is perhaps more targeted to the end-user (i.e., more targeted tothe end-user's interests, demographics, etc.), thereby resulting in amodified sequence that the content-presentation device 104 can outputfor presentation.

To illustrate this, in one example, the modified sequence is the FIRSTMODIFIED SEQUENCE 306 shown in FIG. 3 . As shown, the FIRST MODIFIEDSEQUENCE 306 includes the PROGRAM SEGMENT A, followed by the AD SEGMENTD (which replaced the AD SEGMENT B), followed by AD SEGMENT C.

As another example, it can be desirable for the content-presentationdevice 104 to overlay, on the given advertisement segment, overlaycontent that enhances the given advertisement segment in a way that isagain perhaps more targeted to the end-user, thereby resulting in amodified sequence that the content-presentation device 104 can outputfor presentation.

To illustrate this, in another example, the modified sequence is theSECOND MODIFIED SEQUENCE 308 shown in FIG. 3 . As shown, the SECONDMODIFIED SEQUENCE 308 includes the PROGRAM SEGMENT A, followed by the ADSEGMENT B′ (which is the AD SEGMENT B modified with overlay content),followed by AD SEGMENT C.

Other portions of FIG. 3 will be described later in this disclosure asrelated concepts are introduced and described.

Moving on in view of the context provided above, FIGS. 4A, 4B, 4C, 4D,4E, and 4F, collectively make up a table showing example time-periodsand corresponding operations that can be performed in connection withthe content-modification system 100. These and other related operationswill now be described.

B. Operations Related to the Content-Distribution System TransmittingFirst Content on a Channel

During a time-period T1, the content-distribution system 102 cantransmit content on a channel to the content-presentation device 104.This content is referred to herein as “first content.” In one example,the first content is the FIRST CONTENT 310 shown in FIG. 3 .

During a time-period T2, the content-distribution system 102 cangenerate fingerprint data representing the first content. Thisfingerprint data is referred to herein as “first fingerprint data.” Thecontent-distribution system 102 can generate the first fingerprint datausing any content fingerprinting process now known or later developed.An example fingerprint generation technique is described in U.S. Pat.No. 9,495,451 issued Nov. 15, 2016, the entirety of which is herebyincorporated by reference herein. The content-distribution system 102can generate first fingerprint data at a given rate, such as at the rateof one fingerprint per frame of the first content. The first fingerprintdata can be or include some or all of these generated fingerprints.

The content-distribution system 102 can access the first content atvarious points within the content-distribution system 102. As oneexample, the content-distribution system 102 can access the firstcontent after it is output by a distribution amplifier within thecontent-distribution system 102.

Also during the time-period T2, the content-distribution system 102 cangenerate metadata associated with the first content and/or the firstfingerprint data. This metadata is referred to herein as “firstmetadata.” In one example, the first metadata can be or include atransmission time-stamp, which represents a time-point at which thecontent-distribution system 102 transmitted the first content. Thecontent-distribution system 102 can determine the transmissiontime-stamp in various ways, such as based on a time clock that issynchronized to a reference clock.

As another example, the first metadata can be or include a channelidentifier, which identifies the channel on which thecontent-distribution system 102 is transmitting the first content. Thecontent-distribution system 102 can determine the channel identifier invarious ways such as based on mapping data that maps thecontent-distribution system 102 and/or physical inputs and/or outputswithin the content-distribution system 102 to respective channelidentifiers. In one example, in the case where the content-distributionsystem 102 transmits content A on channel A, content B on channel B, andcontent C on channel C, the mapping data can specify which of threedifferent outputs (perhaps on three different distribution amplifiers)maps to which channel identifier, such that the content-distributionsystem 102 can determine the appropriate channel identifier for contentof a given channel.

As another example, the first metadata can be or include SCTE-104 data,a watermark, or a similar type of metadata, any of which can themselvesencode other metadata, such as a program identifier, an advertisementidentifier (e.g., an industry standard coding identification (ISCI)key), a program genre, or another type of textual or numeric metadata,for instance.

The content-distribution system 102 can associate the first fingerprintdata with the first metadata in various ways. For instance, in the casewhere the first fingerprint data includes multiple fingerprints witheach fingerprint representing a corresponding frame of the firstcontent, the content-distribution system 102 can associate eachfingerprint with a corresponding transmission time-stamp and/or withother corresponding first metadata.

During a time-period T3, the content-distribution system 102 cantransmit the first fingerprint data and the first metadata to thefingerprint-matching server 106. The content-distribution system 102 cantransmit the first fingerprint data and the first metadata at a giveninterval. For example, every two seconds, the content-distributionsystem 102 can transmit the first fingerprint data and the firstmetadata that it generated during that most recent two-secondtime-period.

C. Operations Related to the Content-Presentation Device ReceivingSecond Content

During a time-period T4, the content-presentation device 104 can receivecontent from the content-distribution system 102. This content isreferred to herein as “second content.” In one example, the secondcontent is the SECOND CONTENT 312 shown in FIG. 3 .

During a time-period T5, the content-presentation device 104 cangenerate fingerprint data representing the second content. Thisfingerprint data is referred to herein as “second fingerprint data.” Thecontent-presentation device 104 can generate the second fingerprint datausing any content fingerprinting process now known or later developed.The content-presentation device 104 can generate the second fingerprintdata at various rates, such as at the rate of one fingerprint per frameof the second content. The second fingerprint data can be or includesome or all of these generated fingerprints.

The content-presentation device 104 can access the second content atvarious points within the content-presentation device 104. As oneexample, the content-presentation device 104 can access the secondcontent as it is being received by an input buffer (e.g., an HDMIbuffer) of the content-presentation device 104. In anotherconfiguration, the content-presentation device 104 can access the secondcontent as it is being received by a display buffer of thecontent-presentation device 104. In this configuration, the secondcontent can therefore be content that the content-presentation device104 not only receives, but also outputs for presentation.

Also during the time-period T5, the content-presentation device 104 cangenerate metadata associated with the second content and/or the secondfingerprint data. This metadata is referred to herein as “secondmetadata.” As one example, the second metadata can be or include areceipt time-stamp, which represents a time-point at which thecontent-presentation device 104 received the second content. Thecontent-presentation device 104 can determine the receipt time-stamp invarious ways, such as based on a time clock that is synchronized to areference clock. As noted above, the content-presentation device 104 canaccess the second content at various points within thecontent-presentation device 104. In one example, the point at which thesecond content is accessed can be considered the “receipt” point forpurposes of determining the receipt time-stamp.

In practice, while the first metadata is likely to be or include achannel identifier, the second metadata is likely to not be nor includea channel identifier.

The content-presentation device 104 can associate the second fingerprintdata with the second metadata in various ways. For instance, where thesecond fingerprint data includes multiple fingerprints with eachfingerprint representing a corresponding frame of second content, thecontent-presentation device 104 can associate each second fingerprintwith a corresponding receipt time-stamp and/or other correspondingmetadata.

During a time-period T6, the content-presentation device 104 cantransmit the second fingerprint data and the second metadata to thefingerprint-matching server 106. The content-presentation device 104 cantransmit the second fingerprint data and the second metadata at a giveninterval. For example, every two seconds, the content-presentationdevice 104 can transmit the second fingerprint data and the secondmetadata that it generated during that most recent two-secondtime-period.

D. Operations Related to Identifying a Channel on Which theContent-Presentation Device is Receiving the Second Content

During a time-period T7, the fingerprint-matching server 106 can receivethe first fingerprint data and the first metadata from thecontent-distribution system 102. As noted above, the first fingerprintdata represents the first content transmitted by thecontent-distribution system 102 on the channel. As noted above, thefirst metadata can, and for the purposes of this described example does,identify the channel. In this way, the first content can be consideredas content being transmitted on an identified channel.

During a time-period T8, the fingerprint-matching server 106 can receivethe second fingerprint data and the second metadata from thecontent-presentation device 104. As noted above, the second fingerprintdata represents the second content received by the content-presentationdevice 104. However, as noted above, the associated metadata may not,and for the purposes of this described example does not, identify thechannel. In this way, the second content can be considered as contentbeing received on an unidentified channel.

During a time-period T9, the fingerprint-matching server 106 can comparethe first fingerprint data and the second fingerprint data to determinewhether there is a match. In this disclosure, this type of matchattempt, namely a match attempt between (i) reference fingerprint datarepresenting content being transmitted on an identified channel and (ii)query fingerprint data representing content being received on anunidentified channel, is referred to herein as a “cold match attempt.”

During a time-period T10, based on the comparing, thefingerprint-matching server 106 can detect a match between the firstfingerprint data and the second fingerprint data. Thefingerprint-matching server 106 can compare and/or detect a matchbetween fingerprint data using any content fingerprint comparing andmatching technique now known or later developed. An example fingerprintcomparing and matching technique is described in U.S. Pat. No. 9,146,990issued Sep. 29, 2015, the entirety of which is hereby incorporated byreference herein.

To effectively compare the first fingerprint data and the secondfingerprint data, the fingerprint-matching server 106 may need toaccount for a content-transmission delay. For context, in the case wherethe content-distribution system 102 transmits a given frame of contenton a given channel at a time-point A, for various reasons, thecontent-presentation device 104 may not receive that frame until atime-point B that is later (e.g., ten seconds later) than the time-pointA. This type of delay is referred to herein as a “content-transmissiondelay.”

In one example, the time-point A, the time-point B, and thecontent-transmission delay can be the TIME-POINT A 314, the TIME-POINT B316, and the CONTENT-TRANSMISSION DELAY 318, respectively, shown FIG. 3. Note that FIG. 3 is for illustration purposes and is not necessarilyto scale at least with respect to time. In practice, the actual amountof content-transmission delay may be different from the amount shown.

To help the fingerprint-matching server 106 effectively compare thefirst fingerprint data with the second fingerprint data, thefingerprint-matching server 106 may need to account for such acontent-transmission delay. In one example, the fingerprint-matchingserver 106 can do this by comparing the first fingerprint data that itreceives at a receipt time-point with the second fingerprint data thatit receives during a time-period defined by a starting time-point and anending time-point. The starting time-point can be the receipt time-pointplus an offset representing an anticipated content-transmission delay(e.g., ten seconds), minus a tolerance a time-period (e.g., twoseconds). The ending time-point can be the receipt time-point plus theoffset (e.g., ten seconds), plus the tolerance a time-period (e.g., twoseconds). As such, in one example where the anticipatedcontent-transmission delay is 10 seconds, the fingerprint-matchingserver 106 can compare first fingerprint data that it receives at areceipt time-point with second fingerprint data that it receives duringa time-period between (i) the receipt time-point plus eight seconds and(ii) receipt time-point plus twelve seconds.

In some cases, the fingerprint-matching server 106 can determine acontent-transmission delay, which it can use to select an appropriateoffset for use in determining the starting and ending time-points, asdescribed above. The fingerprint-matching server 106 can determine thecontent-transmission delay in various ways. For example, after thefingerprint-matching server 106 detects a match based on a cold matchattempt, the fingerprint-matching server 106 can determine thecontent-transmission delay as a difference between the correspondingtransmission time-stamp (of the first metadata) and the correspondingreceipt time-stamp (of the second metadata), for example. Notably, thecontent-transmission delay can vary from channel to channel.

During a time-period T11, based on the detected match, thefingerprint-matching server 106 can identify the channel on which thesecond content is being received by the content-presentation device 104.In one example, the fingerprint-matching server 106 can identify thechannel based on the channel identifier metadata associated with thefirst fingerprint data used to detect the match.

Notably, in practice, since there are likely to be multiple potentialchannels on which the content-presentation device 104 is receiving thesecond content, the fingerprint-matching server 106 is likely to comparethe second fingerprint data with multiple instances of first fingerprintdata (each representing a different respective instance of first contenton a different respective channel), to determine which of those multipleinstances matches the second fingerprint data.

Also, in some cases, the fingerprint-matching server 106 can detect amatch between the second fingerprint data and each of multiple instancesof first fingerprint data (each representing a different respectiveinstance of first content on a different respective channel). This isreferred to herein as a “multimatch scenario” and can occur for variousreasons. For example, this can occur when the content-distributionsystem 102 is transmitting the same or similar content on more than onechannel at or about the same time. In this scenario, thefingerprint-matching server 106 can perform additional operations toidentity, from among the multiple channels associated with themultimatch scenario, on which specific channel the content-presentationdevice 104 is receiving the second content. The fingerprint-matchingserver 106 can do this using any channel multimatch disambiguationtechnique now known or later developed. An example channel multimatchdisambiguation technique is described in U.S. Pat. No. 9,992,533 issuedJun. 5, 2018, the entirety of which is hereby incorporated by referenceherein.

E. Operations Related to Determining Historical Content Consumption Data

During a time-period T12, the fingerprint-matching server 106 cangenerate metadata associated with the identified channel. For example,the metadata can be or include a channel identification time-stamp. Thefingerprint-matching server 106 can determine the channel identificationtime-stamp in various ways, such as based on a time clock that issynchronized to a reference clock. In another example, the metadata canbe or include a device identifier that identifies thecontent-presentation device 104 that is receiving content on theidentified channel. The fingerprint-matching server 106 can determinethe device identifier in various ways, such as by receiving it from thecontent-presentation device 104. In another example, thefingerprint-matching server 106 can receive data (e.g., deviceregistration data) from the content-presentation device 104 and can usemapping data to map the received data to determine the deviceidentifier.

During a time-period T13, the fingerprint-matching server 106 cantransmit an indication of the identified channel and the associatedmetadata to the data-management system 110.

During a time-period T14, the data-management system 110 can receive theindication of the identified channel and the associated metadata fromthe fingerprint-matching server 106.

The data-management system 110 can use the received indication of theidentified channel and the associated metadata, perhaps with other data,to determine when the content-presentation device 104 has receivedcontent on the identified channel, what specific content thecontent-presentation device 104 has received, etc. This type of data isreferred to herein as “historical content consumption data.”

As such, during a time-period T15, the data-management system 110 candetermine historical content consumption data associated with thecontent-presentation device 104.

F. Operations Related to the Content-Distribution System TransmittingThird Content

As noted above, the fingerprint-matching server 106 can identify thechannel on which the content-presentation device 104 is receiving thesecond content.

During a time-period T16, the content-distribution system 102 cantransmit content on the identified channel to the content-presentationdevice 104. This content is referred to herein as “third content.” Inone example, the third content is the THIRD CONTENT 320 shown in FIG. 3. In practice, the content-distribution system 102 is likely to transmitthe third content shortly after (e.g., immediately after or a fewseconds or minutes after) transmitting the first content.

During a time-period T17, the content-distribution system 102 cangenerate fingerprint data representing the third content. Thisfingerprint data is referred to herein as “third fingerprint data.”

Also during the time-period T17, the content-distribution system 102 cangenerate metadata associated with the third content and/or the thirdfingerprint data. This metadata is referred to herein as “thirdmetadata.” The content-distribution system 102 can also associate thethird fingerprint data with the third metadata.

During a time-period T18, the content-distribution system 102 cantransmit the third fingerprint data and the third metadata to thefingerprint-matching server 106.

The content-distribution system 102 can transmit the third content,generate the third fingerprint data, generate the third metadata,associate the third fingerprint data with the third metadata, andtransmit the third fingerprint data and the third metadata in variousways, such as ways that are the same as or similar to those describedabove in connection with transmitting the first content, generating thefirst fingerprint data, generating the first metadata, associating thefirst fingerprint data with the first metadata, and transmitting thefirst fingerprint data and the first metadata.

G. Operations Related to the Content-Management System Receiving aModifiable Content-Segment

During a time-period T19, the content-management system 108 can receivecontent in the form of a content segment that has been identified as acandidate to be modified. This content is referred to herein as a“modifiable content-segment” or “fourth content.” In one example, themodifiable content-segment is the MODIFIABLE CONTENT-SEGMENT shown inFIG. 3 .

The modifiable content-segment can take various forms. For example, themodifiable content-segment can be an advertisement segment (e.g., acommercial) or a program segment. As such, in one example, themodifiable content-segment can be an advertisement segment that has beenidentified as a candidate to be modified, perhaps by way of beingreplaced with a different advertisement segment, and/or by way of havingcontent overlaid thereon.

In one example, a user, perhaps associated with the content-distributionsystem 102, can facilitate uploading the modifiable content-segment tothe content-management system 108, such that the content-managementsystem 108 can receive it in this way.

During a time-period T20, the content-management system 108 can generatefingerprint data representing the modifiable content-segment. Thisfingerprint data is referred to herein as “fourth fingerprint data.” Thecontent-management system 108 can generate the fourth fingerprint datausing any fingerprint generation technique now known or later developed.The content-management system 108 can generate the fourth fingerprintdata at a given rate, such as at the rate of one fingerprint per frameof the fourth content. The fourth fingerprint data can be or includesome or all of these generated fingerprints.

Also during the time-period T20, the content-management system 108 cangenerate metadata associated with the modifiable content-segment and/orthe fourth fingerprint data. This metadata is referred to herein as“fourth metadata.” As one example, the fourth metadata can be or includea duration of the modifiable content-segment. The content-managementsystem 108 can determine the duration in various ways, such as based onthe fingerprint generation process. For example, in the case where thecontent-management system 108 generating the fourth fingerprint datainvolves generating one fingerprint per frame, where the modifiablecontent-segment has a frame rate of 30 frames per second, and where thefingerprinting process results in 300 fingerprints being generated, thecontent-management system 108 can deduce that the modifiablecontent-segment has a duration of ten seconds. The metadata can also beor include other information about the modifiable content-segment, suchas a content segment identifier, a title, and/or specifics aboutpermissible ways in which the modifiable content-segment can bemodified, etc.

During a time-period T21, the content-management system 108 can transmitthe fourth fingerprint data and the fourth metadata to thefingerprint-matching server 106.

In practice, the content-management system 108 is likely to receive manymodifiable content-segments. In such situations, the content-managementsystem 108 can perform one or more of the operations described above, asappropriate for each of the many received modifiable content-segments.As such, the content-management system 108 can transmit many instancesof fourth fingerprint data, each corresponding with a differentrespective modifiable content-segment, to the fingerprint-matchingserver 106.

H. Operations Related to the Fingerprint-Matching Server Identifying anUpcoming Content Modification Opportunity on the Identified Channel

During a time-period T22, the fingerprint-matching server 106 canreceive the third fingerprint data and the third metadata from thecontent-distribution system 102. As noted above, the third fingerprintdata represents the third content transmitted by thecontent-distribution system 102 on the identified channel.

During a time-period T23, the fingerprint-matching server 106 canreceive the fourth fingerprint data and the fourth metadata from thecontent-management system 108. As noted above, the fourth fingerprintdata represents the modifiable content-segment.

During a time-period T24, the fingerprint-matching server 106 cancompare at least a portion of the third fingerprint data with at least aportion of the fourth fingerprint data to determine whether there is amatch.

During a time-period T25, based on the comparing, thefingerprint-matching server 106 can detect a match between the at leasta portion of the third fingerprint data and the at least a portion ofthe fourth fingerprint data. The fingerprint-matching server 106 cancompare and/or detect a match between fingerprint data using any contentfingerprint comparing and matching process now known or later developed.

During a time-period T26, based on the detected match, thefingerprint-matching server 106 can determine that at least a portion ofthe modifiable content-segment is included within the third content, andtherefore can identify an upcoming content modification opportunity onthe identified channel. For example, the fingerprint-matching server 106can determine that at least a beginning portion of the MODIFIABLECONTENT-SEGMENT is included within the THIRD CONTENT 320, as shown inFIG. 3 , and therefore can identify an upcoming content modificationopportunity.

As noted above, the fingerprint-matching server 106 can generate thirdmetadata, which can be the same as or similar to the first metadata. Assuch, the third metadata can be or include a transmission time-stampand/or a channel identifier, for example. However, the third metadatacan also be or include a position of at least a portion of themodifiable content-segment within the third content. In one example, themetadata can specify this using a starting frame marker and an endingframe marker, each corresponding with a respective frame of the thirdcontent. The fingerprint-matching server 106 can determine the startingframe marker and the ending frame marker based on the matching.

Notably, in practice, since there are likely to be multiple potentialmodifiable content-segments where portions thereof could be includedwithin the third content, the fingerprint-matching server 106 is likelyto compare at least a portion of the third fingerprint data with atleast a portion of multiple instances of fourth fingerprint data (eachrepresenting a different respective instance of a modifiablecontent-segment), to determine which of those multiple instances of thefourth fingerprint data has a portion that matches the at least aportion of the third fingerprint data.

I. Operations Related to Preparing the Content-Presentation Device toPerform a Content-Modification Operation in Connection with theIdentified Upcoming Content Modification Opportunity

During a time-period T27, based on the detected match, thefingerprint-matching server 106 can transmit the third fingerprint dataand the third metadata to the content-presentation device 104 data tofacilitate preparing the content-presentation device 104 to perform acontent-modification operation in connection with the identifiedupcoming content modification opportunity.

During a time-period T28, the content-presentation device 104 canreceive the third fingerprint data and the third metadata from thefingerprint-matching server 106.

During a time-period T29, the content-presentation device 104 canreceive content on the identified channel. This content is referred toherein as “fifth content.” In one example, the fifth content is theFIFTH CONTENT 324 shown in FIG. 3 .

For various reasons (e.g., due to a transmission delay associated withtransmitting fingerprint data and metadata being shorter that thecontent-transmission delay), the content-presentation device 104 canreceive the third fingerprint data and the third metadata from thefingerprint-matching server 106 before receiving the fifth content fromthe content-distribution system 102. In this way, thecontent-presentation device 104 can receive fingerprint datarepresenting content that the content-presentation device 104 isexpecting to receive shortly thereafter, and that thecontent-presentation device should actually receive shortly thereafterunless an interruption event (e.g., a channel-change event) occurs.

In practice, similar to how the content-distribution system 102 islikely to transmit the third content shortly after (e.g., immediatelyafter or a few seconds or minutes after) transmitting the first content,the content-presentation device 104 is likely to receive the fifthcontent shortly after (e.g., immediately after or a few seconds orminutes after) receiving the second content.

During a time-period T30, the content-presentation device 104 can outputfor presentation at least a portion of the fifth content. For example,referring to FIG. 3 , the content-presentation device can output forpresentation the portion of the FIFTH CONTENT 324 that is the endportion of the PROGRAM SEGMENT A.

As noted above, in some situations, even though the content-presentationdevice 104 receives content from the content-distribution system 102, itcan be desirable for the content-presentation device 104 to perform acontent-modification operation so that the content-presentation device104 can output for presentation alternative content instead of at leasta portion of the received content.

As such, even though the content-presentation device 104 receives thefifth content and outputs for presentation at least a portion of thefifth content, it can be desirable for the content-presentation device104 to perform a content-modification operation so that thecontent-presentation device 104 can also output for presentationalternative content instead of at least another portion (e.g., theremaining portion) of the fifth content. For example, referring to FIG.3 , it can be desirable for the content-presentation 104 device toreplace at least a portion of the AD SEGMENT B with at least a portionof a different advertisement segment that is perhaps more targeted tothe end-user. As another example, it can be desirable for thecontent-presentation device 104 to overlay on at least a portion of theAD SEGMENT B, overlay content that enhances at least a portion of the ADSEGMENT B in a way that is again perhaps more targeted to the end-user.

During a time-period T31, the content-presentation device 104 cangenerate fingerprint data representing the fifth content. Thisfingerprint data is referred to herein as “fifth fingerprint data.” Thecontent-presentation device 104 can generate the fifth fingerprint datausing any content fingerprinting process now known or later developed.The content-presentation device 104 can generate the fifth fingerprintdata at various rates, such as at the rate of one fingerprint per frameof the fifth content. The fifth fingerprint data can be or include someor all of these generated fingerprints.

Also during the time-period T31, the content-presentation device 104 cangenerate metadata associated with the fifth content and/or the fifthfingerprint data. This metadata is referred to herein as “fifthmetadata.”

The content-presentation device 104 can receive the fifth content,generate the fifth fingerprint data, generate the fifth metadata,associate the fifth fingerprint data with the fifth metadata in variousways, such as ways that are the same as or similar to those describedabove in connection with receiving the second content, generating thesecond fingerprint data, generating the second metadata, and associatingthe second fingerprint data with the second metadata.

As noted above, the content-presentation device 104 can receive thethird fingerprint data from the fingerprint-matching server 106 and cangenerate the fifth fingerprint data.

During a time-period T32, the content-presentation device 104 cancompare the third fingerprint data and the fifth fingerprint data todetermine whether there is a match.

During a time-period T33, based on the comparing, thecontent-presentation device 104 can detect a match between the thirdfingerprint data and the fifth fingerprint data. In this disclosure,this type of match attempt, namely a match attempt between (i) referencefingerprint data representing content transmitted by thecontent-distribution system 102 on an identified channel (at least basedon the most recent channel identification analysis), and (ii) queryfingerprint data representing content being received by thecontent-presentation device 104 on the same identified channel, isreferred to herein as a “hot match attempt.” The content-presentationdevice 104 can compare and/or detect a match between fingerprint datausing any content fingerprint comparing and matching process now knownor later developed.

During a time-period T34, based on the detected match, thecontent-presentation device 104 can determine a time-point at which theidentified upcoming modification opportunity starts. This is referred toherein as the “modification start-time.” In one example, themodification start-time is the MODIFICATION START-TIME 326 as shown FIG.3 .

In one example, the content-presentation device 104 can determine themodification start-time by starting with the transmission time-stampassociated with the starting frame marker (which, as described above,can be or be included in the third metadata) and adding thecontent-transmission delay to that transmission time-stamp, to arrive atthe modification start-time.

As another example, the content-presentation device 104 can determinethe modification start-time by first establishing a synchronous lockbetween the third content, the third fingerprint data, and/or the thirdmetadata on the one hand, and the fifth content, the fifth fingerprintdata, and/or the fifth metadata, on the other hand. Thecontent-presentation device 104 can establish the synchronous lock usingany synchronous lock technique now known or later developed. An examplesynchronous lock technique is described in U.S. Pat. No. 10,506,275issued Dec. 10, 2019, the entirety of which is hereby incorporated byreference herein. Another example synchronous lock technique isdescribed in U.S. Pat. App. Pub. No. 2020/0029108 published Jan. 23,2020, the entirety of which is hereby incorporated by reference herein.

The content-presentation device 104 can then determine the modificationstart-time by determining a time-period between (i) a current receipttime-stamp associated with a first portion of the fifth content that thecontent-presentation device 104 is currently receiving and (ii) based onthe synchronous lock, an anticipated receipt time-stamp associated witha second portion of the fifth content that is the start of themodifiable content-segment, and then adding the determined time-periodto the current receipt time-stamp, to arrive at the modificationstart-time.

Also during the time-period T34, based on the detected match, thecontent-presentation device 104 can determine a time-point at which theidentified upcoming modification opportunity ends. This is referred toherein as the “modification end-time.” In one example, the modificationend-time is the MODIFICATION END-TIME 328 as shown FIG. 3 .

In one example, the content-presentation device 104 can determine themodification end-time by starting with the modification start-time andadding the duration of the modifiable content-segment (which, asdescribed above, can be or be included in the fourth metadata) to themodification start-time, to arrive at the modification end-time.

Notably, if the content-presentation device 104 performs a hot matchattempt and does not detect a match, the content-presentation device 104can determine that the content-presentation device 104 is no longerreceiving content on the most recently identified channel. In response,the content-presentation device 104 can repeat one or more of theoperations described above so that the fingerprint-matching server 106can perform another cold match attempt, to attempt to identify thechannel again.

During a time-period T35, the content-presentation device 104 cantransmit a request for content for use in connection with performing thecontent-modification operation, to the content-management system 108.This content is referred to herein as “supplemental content.” In oneexample, the content-presentation device 104 can transmit the requestbefore the modification start-time (e.g., ten seconds before). In somecases, the request can include selection criteria for the supplementalcontent, which the content-presentation device 104 can determine basedon the third metadata that the content-presentation device 104 receivesfrom the fingerprint-matching server 106, for instance.

For example, the selection criteria can specify a requested type ofcontent (e.g., a replacement content segment or overlay content),duration (e.g., 15 seconds, 30 seconds, or 60 seconds), aspect ratio(e.g., 4:3 or 16:9), and/or resolution (e.g., 720p or 1080p).

During a time-period T36, the content-management system 108 can receivethe request and use it as a basis to select supplemental content fromamong multiple supplemental content items that are available forselection. In some cases, the content-management system 108 can receiveand consider various data to help inform which supplemental content toselect. For example, the content-management system 108 can receivehistorical content consumption data for the content-presentation device104 from the data-management system 110 and/or the content-managementsystem 108 can receive demographic data from a demographic dataprovider. The content-management system 108 can then use at least thereceived historical content consumption data and/or the receiveddemographic data as a basis to select the supplemental content.

The content-management system 108 can cause the selected supplementalcontent to be transmitted to the content-presentation device 104. In oneexample, the content-management system 108 can do this by communicatingwith a supplemental-content delivery system 112 that can host thesupplemental content. The supplemental-content delivery system 112 cantake various forms and can include various components, such as a contentdistribution network (CDN).

During a time-period T37, the content-management system 108 can transmita request for a link (e.g., a Uniform Resource Identifier (URI) or aUniform Resource Locator (URL)) pointing to the hosted supplementalcontent, to the supplemental-content delivery system 112.

During a time-period T38, the supplemental-content delivery system 112can receive and respond to the request for the link by transmitting therequested link to the content-management system 108.

During a time-period T39, the content-management system 108 can then inturn transmit the link to the content-presentation device 104.

During a time-period T40, the content-presentation device 104 canreceive the link, which it can use to retrieve the supplemental contentfrom the supplemental-content delivery system 112, such that thecontent-presentation device 104 can use the retrieved supplementalcontent in connection with performing the content-modificationoperation. In one example, the content-presentation device 104 canretrieve the supplemental content and store the supplemental content ina data-storage unit of the content-presentation device 104.

As such, in some examples, the content-presentation device 104 canreceive the modifiable content-segment from one source (e.g., thecontent-distribution system 102), and the supplemental content fromanother source (e.g., the supplemental-content delivery system 112).These segments can be transmitted to, and received by, thecontent-presentation device 104 in different ways. For example, thecontent-distribution system 102 can transmit, and thecontent-presentation device 104 can receive, the modifiablecontent-segment as a broadcast stream transmission, whereas thesupplemental-content delivery system 112 can transmit, and thecontent-presentation device 104 can receive, the supplemental content asan over-the-top (OTT) transmission. In this context, in one example, thecontent-distribution system 102 can receive the modifiablecontent-segment via one communication interface (e.g., an HDMIinterface), and the content-presentation device 104 can receive thesupplemental content via a different communication interface (e.g., anEthernet or WI-FI interface).

J. Operations Related to the Content-Presentation Device Performing aContent-Modification Operation

At a time-period T41, the content-presentation device 104 can performthe content-modification operation. The content-presentation device 104can do this in various ways, perhaps depending on the type ofcontent-modification operation to be performed.

In one example, the content-presentation device 104 performing acontent-modification operation can involve the content-presentationdevice 104 modifying the modifiable content-segment by replacing it withsupplemental content. This is referred to herein as a“content-replacement operation.” For example, in this scenario, thecontent-presentation device 104 can receive a linear sequence of contentsegments that includes the modifiable content-segment and the associatedmetadata, and can also receive the supplemental content segment, asdescribed above. The content-presentation device 104 can output forpresentation the sequence of content segments up until the modificationstart-time (which corresponds to the start of the modifiablecontent-segment), at which time the content-presentation device 104 canswitch to outputting for presentation the supplemental content instead.Then, at the modification end-time (which corresponds to the end of themodifiable content-segment), the content-presentation device 104 canswitch back to outputting for presentation the content that follows inthe linear sequence of content segments (or perhaps to other content,such as additional supplemental content that is replacing anothermodifiable content-segment).

In one example, the operation of the content-presentation device 104switching from outputting the sequence of content segments to outputtingthe supplemental content can involve using various buffers of thecontent-presentation device 104. For example, this can involve thecontent-presentation device 104 switching from using first data in afirst input buffer where the sequence of content segments is beingreceived to using second data in a second input buffer where thesupplemental content is being received, to populate a display buffer.

As such, according to one example as illustrated in FIG. 3 , byperforming a content replacement operation, the content-presentationdevice 104 can replace the AD SEGMENT B with the AD SEGMENT D. As aresult, rather than outputting for presentation the RECEIPT SEQUENCE304, the content-presentation device can instead output for presentationthe FIRST MODIFIED SEQUENCE 306.

In another example, the content-presentation device 104 performing acontent-modification operation can involve the content-presentationdevice 104 modifying a modifiable content-segment by overlaying on themodifiable content-segment, overlay content (referred to herein as a“content-overlay operation”). For example, in this scenario, thecontent-presentation device 104 can again receive a linear sequence ofcontent segments that includes the modifiable content-segment and theassociated metadata, and the content-presentation device 104 can alsoreceive the supplemental content, as described above.

The content-presentation device 104 can then output for presentation themodifiable content-segment as it ordinarily would, except that startingat the modification start-time, the content-presentation device 104 canstart overlaying the supplemental content on the modifiablecontent-segment. The content-presentation device 104 can continueoverlaying the supplemental content until the modification end-time. Inthis way, the content-presentation device 104 can overlay thesupplemental content during at least some temporal portion of themodifiable content-segment.

In one example, the operation of the content-presentation device 104overlaying supplemental content on the modifiable content-segment caninvolve using various buffers of the content-presentation device 104.For example, this can involve the content-presentation device 104 usinga portion of first data in a first input buffer where the sequence ofcontent segments is being received together with second data in a secondinput buffer where the supplemental content is being received, for thepurposes of populating a display buffer. In this way, thecontent-presentation device can combine relevant portions of themodifiable content-segment (i.e., all portions except those representingregion where the supplemental content is to be overlaid) together withthe supplemental content to be used as an overlay, to create the desiredmodifiable content-segment plus the supplemental content overlaidthereon.

As such, according to one example as illustrated in FIG. 3 , byperforming a content overlay operation, the content-presentation device104 can overlay supplemental content on the AD SEGMENT B, therebymodifying it to AD SEGMENT B′. As a result, rather than outputting forpresentation the RECEIPT SEQUENCE 304, the content-presentation devicecan instead output for presentation the SECOND MODIFIED SEQUENCE 308.

K. Tracking and Reporting Operation-Related Data

To help facilitate performance of various operations such as thecontent-presentation device 104 performing a content-modificationoperation and to help allow for the tracking and reporting of suchoperations, the content-modification system 100 and/or componentsthereof can track and report various operation-related data at varioustimes and in various ways.

As just a few illustrative examples, responsive to certain operationsbeing performed, such as those described herein, thefingerprint-matching server 106, the content-presentation device 104,and/or another entity can generate, store, and/or transmit messages thatindicate (i) that a modifiable content-segment has been identified, (ii)that a channel has been identified/confirmed (perhaps based on a matchdetected as a result of a cold or hot match attempt), (iii) that anupcoming content modification opportunity on the identified channel hasbeen identified, (iv) that supplemental content has been requested, (v)that supplemental content has been received, (vi), that acontent-modification operation has started, (vii) that acontent-modification operation has ended, and/or (viii) that a scheduledcontent-modification operation was aborted and/or not performed for anygiven reason. In some cases, these messages can include other metadatarelated to these operations. For example, the metadata can specifyrelevant timing information, device identifiers, channel identifiers,content segment identifiers, etc.

L. Watermark-Based Techniques

Although this disclosure has described the content-modification system100 using fingerprint-based technology to perform various operations andto provide various features, in some examples, the content-modificationsystem 100 can use watermark-based techniques instead of, or in additionto, fingerprint-based techniques, to perform these and other operationsand to provide these and other features.

For example, as an alternative to the fingerprint-based techniquedescribed above in which the fingerprint-matching server 106 identifiesthe channel on which the second content is being received by thecontent-presentation device 104, the content-distribution system 102 oranother entity can insert a channel identifier in the form of awatermark into the second content, such that the fingerprint-matchingserver 106, the content-presentation device 104, or another entity canextract the channel identifier and use it to identify the channel onwhich the second content is being received by the content-presentationdevice 104.

In this context, the content-modification system 100 can employ anywatermark technique now known or later developed.

M. Operations Related to Responsive Actions in the Event of aFingerprint Data Mismatch

As discussed above, the present disclosure involves operations forimproving user experience, particularly in situations where thefingerprint-matching server 106 detects a match between fingerprint datarepresenting transmitted content and fingerprint data representing amodifiable content-segment even though the modifiable content-segment isnot actually included in the broadcasted content. Examples of theseoperations will now be described in more detail. Although the followingexample operations will be described herein primarily as being performedby a fingerprint-matching server 106, other entities of thecontent-modification system 100 could perform one or more of suchoperations in alternative embodiments.

The fingerprint-matching server 106 can receive a first portion of queryfingerprint data (e.g., a first portion of the “third fingerprint data”referenced above) representing content transmitted by acontent-distribution system 102. In some examples, thecontent-distribution system 102 can generate at least the first portionof the query fingerprint data and can transmit at least the firstportion of the query fingerprint data to the fingerprint-matching server106. The content represented by the first portion of the queryfingerprint data can be or include content transmitted by thecontent-distribution system 102 to the content-presentation device 104.

The fingerprint-matching server 106 can also receive (e.g., from thecontent-management system 108), or might already have stored, a firstportion of reference fingerprint data (e.g., a first portion of the“fourth fingerprint data” referenced above) representing a modifiablecontent-segment.

The fingerprint-matching server 106 can then compare the first portionof the query fingerprint data with the first portion of the referencefingerprint data and detect a match between the first portion of thequery fingerprint data and the first portion of the referencefingerprint data. This comparison and matching can be performed in thesame or similar manner as described above with respect to the operationsdescribed above (e.g., the operations performed during time-periods T24and T25), or with respect to other fingerprint matching scenariosdescribed herein.

As discussed above, this detected match might indicate that at least aportion of the modifiable content-segment (e.g., the first few secondsof an advertisement segment) is the same as a portion of the contenttransmitted by the content-distribution system 102 to thecontent-presentation device 104, and is thus included in the content.However, as also discussed above, this match might be misleading in somesituations, because while a portion of the content transmitted by thecontent-distribution system 102 might be the same as a portion of themodifiable content-segment (thus resulting in the fingerprint-matchingserver 106 detecting the match between the respective first portions offingerprint data described above), another portion of the content mightbe different from another portion of the modifiable content-segment.This might occur, for instance, if an advertisement stored in a databaseof the content-management system 108 shares the same first few secondsor more as the advertisement transmitted by the content-distributionsystem 102, but the remaining duration of the stored advertisement isdifferent from the remaining duration of the advertisement that istransmitted by the content-distribution system 102. Furthermore, thecontent-management system 108 and/or the fingerprint-matching server 106might not have stored or might not have access to a modifiablecontent-segment (or reference fingerprint data therefor) thatcorresponds to the actual content that is transmitted by thecontent-distribution system 102 and that the query fingerprint datarepresents.

When detecting a match in these situations, the fingerprint-matchingserver 106 might identify an upcoming content modification opportunityand might transmit, to the content-presentation device 104, at least aportion of the query fingerprint data (e.g., the “third fingerprintdata” referenced above) that represents at least a portion of (e.g., thefirst few seconds of) the content transmitted by thecontent-distribution system 102, as discussed above. As also discussedabove, the fingerprint-matching server 106 can also determine andtransmit metadata (e.g., the “third metadata” referenced above) to thecontent-presentation device 104, such as metadata specifying atransmission time-stamp and/or a position of at least a portion of themodifiable content-segment within the content (e.g., a starting framemarker). This fingerprint data and metadata can enable thecontent-presentation device 104 to determine a modification start-time,a modification end-time, and/or other information, and can prepare thecontent-presentation device 104 to perform a content-modificationoperation in connection with the content modification opportunity. Butif the modifiable content-segment is not, in fact, included in thecontent transmitted by the content-distribution system 102, the contentmodification opportunity identified by the fingerprint-matching server106 might be incorrect, thereby causing the content-presentation device104 performing a content-modification operation that negatively impactuser experience, such as by overlaying content or replacing content at atime that is out of place and jarring to the end-user, as discussedabove.

Thus, in accordance with the present disclosure, after detecting thematch, the fingerprint-matching server 106 can perform additionaloperations that prevent or mitigate performance of an undesirablecontent-modification operation. In particular, the fingerprint-matchingserver 106 can receive a second portion of the query fingerprint data(e.g., a second portion of the “third fingerprint data” referencedabove) that is different from the first portion of the query fingerprintdata. For example, the first portion of the query fingerprint data canrepresent a first portion of the content transmitted by thecontent-distribution system 102 to the content-presentation device 104(e.g., the first five seconds of an advertisement segment included inthe content), and the second portion of the query fingerprint data canrepresent a second portion of the content that succeeds the firstportion (e.g., the next five seconds of the advertisement segment thatsequentially follow the first five seconds). As another example, thesecond portion of the query fingerprint data can represent a secondportion of the content that does not immediately succeed the firstportion. For instance, the first portion of the query fingerprint datacan represent the first five seconds (i.e., 00:00:00-00:00:05) of thecontent and the second portion can represent the content between thefifteen second mark and twenty second mark (i.e., 00:00:15-00:00:20). Inother examples, the second portion of the content might precede thefirst portion of the content. Other examples are possible as well.

In some examples, the content-distribution system 102 can generate thesecond portion of the query fingerprint data and can transmit the secondportion of the query fingerprint data to the fingerprint-matching server106.

The fingerprint-matching server 106 can also receive (e.g., from thecontent-management system 108), or might already have stored, a secondportion of the reference fingerprint data (e.g., a second portion of the“fourth fingerprint data” referenced above) representing the modifiablecontent-segment. The second portion of the reference fingerprint data isdifferent from the first portion of the reference fingerprint data. Forexample, the first portion of the reference fingerprint data canrepresent a first portion of the modifiable content-segment (e.g., thefirst five seconds of a modifiable advertisement segment stored in adatabase of the content-modification system 100), and the second portionof the reference fingerprint data can represent a second portion of themodifiable content-segment that succeeds the first portion (e.g., thenext five seconds of the modifiable advertisement segment thatsequentially follow the first five seconds). As another example, thesecond portion of the reference fingerprint data can represent a secondportion of the content that does not immediately succeed the firstportion. For instance, the first portion of the reference fingerprintdata can represent the first five seconds (i.e., 00:00:00-00:00:05) ofthe modifiable content-segment and the second portion can represent themodifiable content-segment between the fifteen second mark and twentysecond mark (i.e., 00:00:15-00:00:20). In other examples, the secondportion of the modifiable content-segment might precede the firstportion of the modifiable content-segment. Other examples are possibleas well.

The fingerprint-matching server 106 can then compare the second portionof the reference fingerprint data with the second portion of thereference fingerprint data and detect a mismatch between the secondportion of the reference fingerprint data and the second portion of thereference fingerprint data. This comparison and matching attempt can beperformed in the same or similar manner as described above with respectto the operations described above (e.g., the operations performed duringtime-periods T24 and T25), or with respect to other fingerprint matchingscenarios described herein.

As discussed above, this detected mismatch might indicate that, despitethe previously-detected match, another portion of the modifiablecontent-segment (e.g., the next five seconds of an advertisement segmentfollowing the first five seconds, or a remaining portion of theadvertisement segment following the first five seconds) is not includedthe content transmitted by the content-distribution system 102 to thecontent-presentation device 104.

In response to detecting the mismatch, the fingerprint-matching server106 can perform an action. The type of action that thefingerprint-matching server 106 performs can depend on various factors,such as whether the fingerprint-matching server 106 has alreadytransmitted the fingerprint data and metadata described above (e.g., the“third fingerprint data” and the “third metadata”), whether thecontent-presentation device 104 has already used the fingerprint dataand metadata to prepare for performing a content-modification operation,and/or whether the content-presentation device 104 has already begunperforming the content-modification operation. For instance, if thecontent-presentation device 104 has not yet begun performing anycontent-modification operation, the action can involve preventing thecontent-presentation device 104 from performing a content-modificationoperation related to the content transmitted by the content-distributionsystem 102 to the content-presentation device 104. Whereas, if thecontent-presentation device 104 has already begun performing, and hasthus partially performed, a content-modification operation, the actioncan involve causing abortion of the performance of thepartially-performed content-modification operation.

Example actions will now be described in more detail, and it should beunderstood that, in some situations, more than one of the exampleactions described herein can be performed in response to detecting themismatch.

In one example, if the fingerprint-matching server 106 detects themismatch before sending the metadata (e.g., between intervals of sendingthe metadata), the action can involve not using the previously-detectedmatch to determine the starting frame marker, the transmissiontime-stamp, and/or other information that the fingerprint-matchingserver 106 might have otherwise transmitted to the content-presentationdevice 104. Additionally or alternatively, the action can involvestopping the metadata from being sent, or changing what the metadataincludes. For instance, the action can involve transmitting metadatathat is or includes an alert (e.g., that a mismatch has been detected),which the content-presentation device 104 can be configured to interpretas an instruction for the content-presentation device 104 to disregardany prior fingerprint data or metadata that the fingerprint-matchingserver 106 might have sent to the content-presentation device 104 withina predetermined time frame (e.g., within the last thirty seconds).

In another example, if the fingerprint-matching server 106 has alreadysent fingerprint data and metadata based on the previously-detectedmatch (e.g., metadata indicating the starting frame marker of themodifiable content-segment within the content), but thecontent-presentation device 104 has not yet processed the metadata todetermine the modification start-time, etc., the action can involvetransmitting an alert that the content-presentation device 104interprets as an instruction for the content-presentation device to notperform a content-modification operation related to the content. Forinstance, the alert can be or include an instruction to remove, delete,not process, or otherwise ignore any data that the content-presentationdevice 104 might have received (e.g., the starting frame indicator) thatindicates the position of at least a portion of the modifiablecontent-segment within the content. In this way or other possible ways,the action can prevent the content-presentation device 104 fromperforming an undesirable content-modification operation related to thecontent. Other types of alerts are possible as well.

In another example, if the fingerprint-matching server 106 has alreadysent fingerprint data and metadata based on the previously-detectedmatch, the content-presentation device 104 has already processed themetadata (e.g., to determine the modification start-time, etc.), but thecontent-presentation device 104 has not yet begun performing acontent-modification operation, the action can involve transmitting analert that the content-presentation device 104 interprets as aninstruction for the content-presentation device 104 to not perform acontent-modification operation related to the content. This alert mightbe or include an instruction that causes the content-presentation device104 to not perform any content-modification operation related to thecontent. Further, if the content-presentation device 104 has prepared toperform a specific type of content-modification operation (e.g., acontent-replacement operation), the alert might be or include aninstruction that causes the content-presentation device 104 to notperform that specific type of content-modification operation, and mightperhaps include an instruction to perform an alternativecontent-modification operation that might minimize a negative impact onuser experience. In this way or other possible ways, the action canprevent the content-presentation device 104 from performing anundesirable content-modification operation related to the content. Othertypes of alerts are possible as well.

In yet another example, if the fingerprint-matching server 106 hasalready begun performing a content-modification operation, and has thuspartially performed the content-modification operation, the action caninvolve transmitting, to the content-presentation device 104, an alertthat the content-presentation device 104 interprets as an instructionfor the content-presentation device 104 to not perform a remainingportion of the partially-performed content-modification operation. As amore specific example, consider a situation in which thecontent-presentation device 104 started overlaying content over anadvertisement segment for five seconds beginning at the modificationstart-time and would normally continue overlaying the content forfifteen more seconds. In this situation, receipt of the instruction cancause the content-presentation device 104 to stop overlaying the overlaycontent over the advertisement segment after approximately five seconds,so that the overlay content is not presented during the remainingfifteen seconds until the modification end-time. Alternatively, receiptof the instruction can cause the content-presentation device 104 to stopoverlaying the overlay content at some other point in time before themodification end-time. In this way or other possible ways, the actioncan cause the content-presentation device 104 to abort performance ofthe partially-performed content-modification operation related to thecontent.

Furthermore, in situations where the match is detected between the firstportion of the query fingerprint data and the first portion of thereference fingerprint data, the fingerprint-matching server 106 or othercomponent of the content-modification system 100 might responsivelystore, in memory, a mapping of an identifier (e.g., an advertisementidentifier) associated with the modifiable content-segment to at leastthe first portion of the query fingerprint data. In doing so, thefingerprint-matching server 106 might refer to this mapping as a basisto more quickly detect when the content represented by the queryfingerprint data is being transmitted again at a later point in time(e.g., a repeat of an earlier commercial) and determine that at least aportion of the modifiable content-segment is included in the content.

However, if the initial detected match is incorrect such that thecontent does not, in fact, include modifiable content-segment, then thismapping might cause the same type of mistake to be made at later pointsin time. Thus, the action that the fingerprint-matching server 106performs in response to detecting the mismatch described above caninvolve removing the mapping between the identifier and at least thefirst portion of the query fingerprint data, thereby reducing oreliminating the chance that the same error occur again in the future.

In situations where the fingerprint-matching server 106, as a result offurther matching, is able to match the query fingerprint data withreference fingerprint data representing the correct modifiablecontent-segment and thus identify an upcoming content modificationopportunity, the action can involve transmitting metadata, transmittingan instruction to modify previously-transmitted metadata, transmitting alink to supplemental content, and/or any other action(s) that facilitatethe content-presentation device 104 performing a content-modificationoperation.

FIG. 5 is a flow chart of an example method 500. At block 502, themethod 500 includes receiving a first portion of query fingerprint datarepresenting content transmitted by a content-distribution system.

At block 504, the method 500 includes detecting a match between thefirst portion of the query fingerprint data and a first portion ofreference fingerprint data representing a modifiable content-segment.

At block 506, the method 500 includes after detecting the match: (i)receiving a second portion of the query fingerprint data, wherein thesecond portion of the query fingerprint data is different from the firstportion of the query fingerprint data; and (ii) detecting a mismatchbetween the second portion of the query fingerprint data and a secondportion of the reference fingerprint data representing the modifiablecontent-segment, wherein the second portion of the reference fingerprintdata is different from the first portion of the reference fingerprintdata.

At block 508, the method 500 includes responsive to detecting themismatch, performing an action.

The method 500 and related acts can be performed at least in part by thefingerprint-matching server 106. In some implementations, the method 500and related acts can be performed at least in part by another devicewithin the content-modification system 100.

As described above, implementations of the disclosed methods and systemsprovide technological improvements that are particular to computernetworks and computing systems, for example, content-modificationsystems such as content-modification system 100.

IV. Example Variations

Although the examples and features described above have been describedin connection with specific entities and specific operations, inpractice, there are likely to be many instances of these entities andmany instances of these operations being performed, perhapscontemporaneously or simultaneously, on a large-scale basis. Indeed, inpractice, the content-modification system 100 is likely to include manycontent-distribution systems (each potentially transmitting content onmany channels) and many content-presentation devices, with some or allof the described operations being performed on a routine and repeatingbasis in connection with some or all of these entities.

In addition, although some of the operations described in thisdisclosure have been described as being performed by a particularentity, the operations can be performed by any entity, such as the otherentities described in this disclosure. Further, although the operationshave been recited in a particular order and/or in connection withexample temporal language, the operations need not be performed in theorder recited and need not be performed in accordance with anyparticular temporal restrictions. However, in some instances, it can bedesired to perform one or more of the operations in the order recited,in another order, and/or in a manner where at least some of theoperations are performed contemporaneously/simultaneously. Likewise, insome instances, it can be desired to perform one or more of theoperations in accordance with one more or the recited temporalrestrictions or with other timing restrictions. Further, each of thedescribed operations can be performed responsive to performance of oneor more of the other described operations. Also, not all of theoperations need to be performed to achieve one or more of the benefitsprovided by the disclosure, and therefore not all of the operations arerequired.

Although certain variations have been described in connection with oneor more examples of this disclosure, these variations can also beapplied to some or all of the other examples of this disclosure as welland therefore aspects of this disclosure can be combined and/or arrangedin many ways. The examples described in this disclosure were selected atleast in part because they help explain the practical application of thevarious described features.

Also, although select examples of this disclosure have been described,alterations and permutations of these examples will be apparent to thoseof ordinary skill in the art. Other changes, substitutions, and/oralterations are also possible without departing from the invention inits broader aspects as set forth in the following claims.

What is claimed is:
 1. A method comprising: receiving, from acontent-distribution system, a first portion of query fingerprint datarepresenting a content segment of a linear sequence of content segments;detecting a match between the first portion of the query fingerprintdata and a first portion of reference fingerprint data representing amodifiable content-segment; after detecting the match, receiving, fromthe content-distribution system, a second portion of the queryfingerprint data representing the content segment, wherein the secondportion of the query fingerprint data is different from the firstportion of the query fingerprint data; detecting a mismatch between thesecond portion of the query fingerprint data and a second portion of thereference fingerprint data representing the modifiable content-segment,wherein the second portion of the reference fingerprint data isdifferent from the first portion of the reference fingerprint data; andresponsive to detecting the mismatch, removing, from a memory, apreexisting stored mapping of an identifier of the modifiablecontent-segment to the first portion of the query fingerprint data. 2.The method of claim 1, further comprising: responsive to detecting themismatch, transmitting an alert to a content-presentation deviceindicating that the mismatch is detected.
 3. The method of claim 1,further comprising: responsive to detecting the mismatch, causing acontent-presentation device to abort performance of a remaining portionof a partially-performed content-modification operation, such that thecontent-presentation device stops modifying the content segment.
 4. Themethod of claim 3, wherein causing the content-presentation device toabort performance of the remaining portion of the partially-performedcontent-modification operation comprises transmitting, to thecontent-presentation device, an instruction for the content-presentationdevice to not perform a remaining portion of the partially-performedcontent-modification operation.
 5. The method of claim 1, wherein thesecond portion of the query fingerprint data represents a second portionof the content transmitted by the content-distribution system to acontent-presentation device, and wherein the second portion of thecontent immediately succeeds the first portion of the content.
 6. Themethod of claim 1, wherein the second portion of the query fingerprintdata represents a second portion of the content transmitted by thecontent-distribution system to a content-presentation device, andwherein the second portion of the content succeeds the first portion ofthe content, but does not immediately succeed the first portion.
 7. Themethod of claim 1, further comprising: responsive to detecting themismatch, preventing a content-presentation device to perform acontent-modification operation.
 8. A non-transitory computer-readablestorage medium, having stored thereon program instructions that, uponexecution by at least one processor, cause performance of a set ofoperations comprising: receiving, from a content-distribution system, afirst portion of query fingerprint data representing a content segmentof a linear sequence of content segments; detecting a match between thefirst portion of the query fingerprint data and a first portion ofreference fingerprint data representing a modifiable content-segment;after detecting the match, receiving, from the content-distributionsystem, a second portion of the query fingerprint data representing thecontent segment, wherein the second portion of the query fingerprintdata is different from the first portion of the query fingerprint data;detecting a mismatch between the second portion of the query fingerprintdata and a second portion of the reference fingerprint data representingthe modifiable content-segment, wherein the second portion of thereference fingerprint data is different from the first portion of thereference fingerprint data; and responsive to detecting the mismatch,removing, from a memory, a preexisting stored mapping of an identifierof the modifiable content-segment to the first portion of the queryfingerprint data.
 9. The non-transitory computer-readable storage mediumof claim 8, the set of operations further comprising: responsive todetecting the mismatch, transmitting an alert to a content-presentationdevice indicating that the mismatch is detected.
 10. The non-transitorycomputer-readable storage medium of claim 8, the set of operationsfurther comprising: responsive to detecting the mismatch, causing acontent-presentation device to abort performance of a remaining portionof a partially-performed content-modification operation, such that thecontent-presentation device stops modifying the content segment.
 11. Thenon-transitory computer-readable storage medium of claim 10, whereincausing the content-presentation device to abort performance of theremaining portion of the partially-performed content-modificationoperation comprises transmitting, to the content-presentation device, aninstruction for the content-presentation device to not perform aremaining portion of the partially-performed content-modificationoperation.
 12. The non-transitory computer-readable storage medium ofclaim 8, wherein the second portion of the query fingerprint datarepresents a second portion of the content transmitted by thecontent-distribution system to a content-presentation device, andwherein the second portion of the content immediately succeeds the firstportion of the content.
 13. The non-transitory computer-readable storagemedium of claim 8, wherein the second portion of the query fingerprintdata represents a second portion of the content transmitted by thecontent-distribution system to a content-presentation device, andwherein the second portion of the content succeeds the first portion ofthe content, but does not immediately succeed the first portion.
 14. Acomputing system comprising: at least one processor; and anon-transitory computer-readable storage medium, having stored thereonprogram instructions that, upon execution by the at least one processor,cause performance of a set of operations comprising: receiving, from acontent-distribution system, a first portion of query fingerprint datarepresenting a content segment of a linear sequence of content segments;detecting a match between the first portion of the query fingerprintdata and a first portion of reference fingerprint data representing amodifiable content-segment; after detecting the match, receiving, fromthe content-distribution system, a second portion of the queryfingerprint data representing the content segment, wherein the secondportion of the query fingerprint data is different from the firstportion of the query fingerprint data; detecting a mismatch between thesecond portion of the query fingerprint data and a second portion of thereference fingerprint data representing the modifiable content-segment,wherein the second portion of the reference fingerprint data isdifferent from the first portion of the reference fingerprint data; andresponsive to detecting the mismatch, removing, from a memory, apreexisting stored mapping of an identifier of the modifiablecontent-segment to the first portion of the query fingerprint data. 15.The computing system of claim 14, the set of operations furthercomprising: responsive to detecting the mismatch, transmitting an alertto a content-presentation device indicating that the mismatch isdetected.
 16. The computing system of claim 14, the set of operationsfurther comprising: responsive to detecting the mismatch, causing acontent-presentation device to abort performance of a remaining portionof a partially-performed content-modification operation, such that thecontent-presentation device stops modifying the content segment.
 17. Thecomputing system of claim 16, wherein causing the content-presentationdevice to abort performance of the remaining portion of thepartially-performed content-modification operation comprisestransmitting, to the content-presentation device, an instruction for thecontent-presentation device to not perform a remaining portion of thepartially-performed content-modification operation.
 18. The computingsystem of claim 14, wherein the second portion of the query fingerprintdata represents a second portion of the content transmitted by thecontent-distribution system to a content-presentation device, andwherein the second portion of the content immediately succeeds the firstportion of the content.
 19. The computing system of claim 14, whereinthe second portion of the query fingerprint data represents a secondportion of the content transmitted by the content-distribution system toa content-presentation device, and wherein the second portion of thecontent succeeds the first portion of the content, but does notimmediately succeed the first portion.
 20. The computing system of claim14, the set of operations further comprising: responsive to detectingthe mismatch, preventing a content-presentation device to perform acontent-modification operation.